Variable printing in the Illinois Senate race

Although he didn't come out on top in the Illinois primary election this spring, Andy McKenna won, hands down, the prize for best use of variable data in a political campaign. There's a lesson to be learned from the digitally printed, variable-content postcards McKenna employed in the eleventh hour of his senatorial campaign — even if you shy away from political printing. I've observed that variable digital printing for paying customers tends to run to two extremes. On one side are the oft quoted case studies of intensely complex ad campaigns with variable graphics, alternating versions and personalization ...

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